One of the largest consulting firms in the world, McKinsey & Company recently issued a report outlining the global impact of obesity. 1/3 of the world’s population are now overweight. That’s 2.1 billion people, at an annual cost of 2 trillion ...

One of the largest consulting firms in the world, McKinsey &
Company recently issued a report outlining the global impact of
obesity. 1/3 of the world’s population are now overweight. That’s 2.1
billion people, at an annual cost of 2 trillion dollars. This ranks
obesity alongside smoking and armed conflict as the most costly social
burdens created by man. The top 3 suggested actions were portion
control, reformulation of products and availability of high-calorie
items. In a word: Food. Here in the UAE, the Federal National Council
just announced plans to ban junk food in all schools across the UAE.
The food environment, and the resulting issues, is clearly a
conversation being had all over the world. Now is the opportunity to
take the conversation forward.

Dubai has done so much for us all. How often do we actually have the
chance to give something back? Not just work its jobs, or buy its
cars, but actually make a positive impact within the heart of this
community. We can do something now.

Today marks the start of the Dubai No Junk Month Video Challenge -
Can you survive for 30 days and nights in Dubai without dipping in to
her abundant reservoir of junk food?

Video yourself clearing out the junk — the ice cream, candy, sugary
drinks, and processed food. Film yourself trashing it, and then make a
public pledge to stay junk-free for one whole month. Call out 3 other
people to take the No Junk Month Challenge within the next 24 hours.
Post the video up on your Facebook, tag the people you called out, and
add the hashtag #nojunkmonth.

When you make your pledge, you also make a public promise to donate
if you slip. All donations will be held, and visible, at fundraising
website causes.com. At the end of the challenge, the money raised will
be used to buy fresh, natural food. This food will be then put into
boxes, and distributed throughout a number of labour camps in Dubai.
We will film and post the food drops in the first Vournals of 2015.

If you think you’re got what it takes, put your money (not your junk)
where your mouth is. Fire up that iPhone, hit record, and make the
pledge. #nojunkmonth

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